Lifeline Australia’s 2021 Shine a Light multi-channel campaign was special because, at its heart, it was pure advocacy. The organisation wanted people to know that while this is a beautiful time of year for many, it can also be a very challenging time for others. The campaign consisted of a free downloadable publication with mental wellness tips for the festive season. This was supported by a multi channel awareness campaign across digital, radio and print publications.

The eye-catching Key Art takes the form of a festive Christmas wreath on a front door. We wanted to link the creative back to the home, as this is typically where people can feel most alone over Christmas – who really knows what happens behind closed doors? This ensures the creative feels personal, and intimate. While a Christmas wreath would typically have Merry Christmas nestled within the foliage, instead placed an ornate, sparkling “Mental Health” in its place. The intention is to make viewers do a double take, and then investigate further.

Because of the quality of creative and its unique design – the campaign was picked up by many corporate partners, including a major sponsorship deal with the Australian Broadcasting Corporation (ABC). Donations for the campaign were 31% over target, and the amount of impressions and reach were massive, and substantially over expectations.